We've got a jacket

How do you relay to a reader that your book set on the world's most remote and desolate continent is actually about people, without putting people on the jacket? I'll leave that to minds subtler than mine. Some of those subtle minds work in New York's Flatiron Building, at the offices of Picador, and they've come up with the book design for my forthcoming novel, South Pole Station. Each place on this signpost is connected to one of the characters living at Amundsen-Scott South Pole Station.